Majority of Tablet Users Watch Video on their Device, 1 in Every 4 Viewers Pay to Watch

June 11, 2012

RESTON, VA, June 8, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuringthe digital world, today released new insights on the U.S. tablet market from comScoreTabLens™, its forthcoming monthly syndicated service providing insights into tabletownership and usage. The report found that tablets have quickly reached acritical mass in the U.S. with 1 in every 4 smartphone owners using tabletsduring the three-month average period ending April 2012. The study also foundthat tablet users were nearly three times more likely to watch video on theirdevice compared to smartphone users, with 1 in every 10 tablet users viewingvideo content almost daily on their device.

“Tablets are one of the mostrapidly adopted consumer technologies in history and are poised tofundamentally disrupt the way people engage with the digital world bothon-the-go and perhaps most notably, in the home,” said Mark Donovan, comScoreSVP of Mobile. “It’s not surprising to see that once consumers get their handson their first tablet, they are using them for any number of media habitsincluding TV viewing.”

Tablets Used by 1 in Every 4 Smartphone Owners as ConnectedConsumer Becomes a Reality

In just two years since the launch of the iPad, the firsttablet to reach a meaningful market penetration, tablet adoption has explodedfueled by the introduction of new devices that appeal to various priceand feature preferences. In April 2012, 16.5 percent of mobile phonesubscribers used a tablet, representing an increase of 11.8 percentage pointsin the past year. Growth in market penetration was even more apparent among thesmartphone population with nearly 1 in 4 using a tablet device in April, an increaseof 13.9 percentage points in the past year. A lower 10.4 percent of featurephone owners use a tablet, suggesting that smartphone ownership is highlypredictive of tablet adoption in the current market.

A demographic analysis of mobiledevice audiences indicated that tablet and smartphone audiences closelyresemble one another in terms of gender composition, with tablet users justslightly more likely to be female than smartphone users. However, the age compositionof audiences showed that tablet users skewed noticeably older than smartphoneusers. For both devices, the heaviest overall audience concentration wasbetween the ages of 25-44. Compared to smartphone owners, tablet users were 28percent more likely to be in the 65 and older age segment, and 27 percent lesslikely to be age 18-24.

Tablet users also skewed towards upperincome households, likely a function of the high price point of these devicesstill considered a luxury good to many consumers. Nearly 3 in 5 tablet users residedin households with income of $75,000 or greater, compared to 1 in every 2smartphone users.

*comScore defines a media tablet as a touchscreentablet device with a slate form factor, a 7 inch or greater screen size and adata connection, but no voice plan. Single purpose eBook reader devices areexcluded from this definition.

A closer look at contentconsumption on tablets found that more than half of tablet users watched video and/orTV content on their device in April 2012, compared to just 20 percent of thesmartphone audience, with larger screen sizes making tablets more conducive tovideo consumption than their smaller-screen cousins. Not only were tablet usersmore likely to watch video, but they were more likely to view video habitually with18.9 percent of tablet users watching video content at least once a week, and 9.5percent watching video nearly every day on their device.Of those viewing video at least once duringthe month, 1 in 4 (26.7 percent) paid to watch content, highlighting the tremendousmonetization potential this platform represents for content providers.

*comScore defines a media tablet as a touchscreentablet device with a slate form factor, a 7 inch or greater screen size and adata connection, but no voice plan. Single purpose eBook reader devices areexcluded from this definition.

About comScore

comScore, Inc. (NASDAQ: SCOR) is aglobal leader in measuring the digital world and preferred source of digitalbusiness analytics. For more information, please visit www.comscore.com/companyinfo.

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